Key takeaways

• Identify your target audience and create a message that sowcases what sets your cleaning business apart from others

• Set a budget and choose the marketing channels that appeal to your target market

• Run your first cleaning business marketing campaign using a combination of traditional and digital marketing channels

The cleaning industry is expected to grow by 6.5% per year between now and 2030, according to a recent market report. While commercial cleaning businesses have a larger share of the cleaning market, residential cleaning businesses are expected to grow the fastest.

Regardless of which type of cleaning service you own, you’ll have plenty of opportunities to acquire new customers and grow your business. But if you want prospective clients to choose your cleaning company over a competitor, you’ll need a marketing strategy.

Marketing for cleaning businesses will differ depending on who your ideal customer is, what type of cleaning you offer, and how fast you want to grow your business. Learn how to create a marketing plan that works for your unique cleaning service business, plus discover 9 ideas to help you launch your first marketing campaign.

4 steps to create a marketing plan for your cleaning business

Before you buy advertisements or launch your first marketing campaign, take these four steps that will help you decide on the most effective cleaning business marketing strategy.

1. Identify your target market

Your target market is your ideal client. So who do you want to clean for?

This answer will be different depending on the type of cleaning business you run. If you run a house cleaning business, then your target audience will be homeowners. If you run an office cleaning business, then your target audience will be office managers.

Janitorial services often target larger buildings or apartment complexes that need repairs and maintenance in addition to cleaning. Meanwhile, a maid service might look for cleaning clients who own Airbnbs and rental properties.

Keep your target audience in mind when working on your marketing strategy. Every message should be written for your target audience and put in places your ideal clients will see them.

2. Figure out your differentiators

Your differentiators are the things that make your business different from your competitors. Maybe you only use green cleaning products. Maybe you have access to professional deep cleaning equipment like steam cleaners. Or maybe you provide same-day cleaning services for people who are in a pinch.

Whatever makes your cleaning company special—whether it’s the cleaning supplies you use, or simply the kindness you show your clients—pinpoint it, write it down, and include it in all of your marketing materials from your business cards to your social media posts.

3. Set a marketing budget

The pricing for different types of advertisements varies, but when it comes to marketing, there’s almost always a price. Even if you’re not spending money on a marketing initiative, you’ll likely have to spend time working on it. And as we all know, time is money.

When you run your own cleaning business, you may be short on time, so try setting a time budget as well as a financial budget for marketing. Experts recommend small businesses use 7-8% of their annual revenue for marketing. You should also reserve a couple of hours per week to focus on your marketing efforts.

4. Decide on your marketing channels

A marketing channel is the place where you promote your business. This can include digital marketing channels, such as email and social media, or traditional marketing channels like billboards and TV ads.

Your target market and budget will help you decide on the channels that will work best for marketing your cleaning business. The key is to promote your company in places that your target audience will see.

For example, if you provide commercial cleaning services and your ideal clients are office managers, they’re more likely to use a professional social media platform like LinkedIn rather than Gen Z favorite TikTok. On the other hand, if your target market is homeowners, then a direct mail campaign can help you reach them by mailing advertisements straight to their home.

9 ways to start marketing for your cleaning business

Now that you’ve decided on your target audience, your message, your budget, and your channels, you’re ready to run your first campaign. Here are 9 cleaning business marketing ideas to help you get started.

1. Partner with other local companies

Other local companies can refer potential customers to your company and vice versa. Look for businesses that provide a slightly different service from your cleaning company but have the same target market. Then reach out to the business owners and ask about forming a partnership.

Potential partners for cleaning business owners could include pool cleaning businesses, pressure washing businesses, chimney cleaning companies, window cleaners, or gutter cleaning businesses.

2. Start a referral program

Word-of-mouth marketing remains the most powerful form of marketing there is. According to Nielsen’s Trust in Advertising Study, 88% of people trust referrals from people they know more than any other form of marketing. As such, your current clients are your best resource when it comes to attracting new clients.

But you don’t have to sit around and hope that your current customers refer you. You can incentivize them to do so with a referral program. One way to do this is to offer your current customers a discount on a future cleaning for every first-time customer they send your way.

3. Set up your website

Many potential clients are searching for cleaning services online—and they’ll only be able to find your company online if you’ve set up your cleaning business website. While you could pay someone to build your site, you can also build a business website for free. Include a thorough explanation of every cleaning service you offer—giving each service its own webpage.

Even if you already have a site, make sure you optimize (or update) it with essential information. Add your company name, phone number, and service area on every page of your site. This is one of the most important things local businesses can do for search engine optimization (SEO). It will help your business show up in search engines when someone looks for “cleaning services near me.”

4. Build a broader online presence

Creating business pages on other sites will also help prospective clients find your company online. Claim your Yelp Business Page and add your listing to other online business platforms. Then set up social media accounts on Facebook, LinkedIn, and any other sites your target audience uses regularly.

Include your company name, phone number, and service area on these pages as well. Having a broader online presence will help you come up higher in search results when potential customers are searching for cleaning services in the area you serve.

5. Start social media marketing

Social media marketing can show off the quality of your cleaning jobs. Post before-and-after pictures of the spaces you’ve cleaned. Or upload short videos explaining how to clean a specific type of mess. Whenever someone comments on a post, make sure to respond to show that you’re engaged and care about your customers.

6. Create an email campaign

An email marketing campaign can be an effective way to reach current and prospective clients. You can add a form to your website to ask visitors to share their contact information. Once they do, you can build an email list and send follow-up emails advertising first-time customer discounts, or reminding customers to schedule their spring cleaning or book a cleaning before the busy holiday season.

Make sure to use email marketing software, like MailChimp, to personalize your emails with customer names and select which customers should get which emails. For instance, you can send emails to new clients that are different than those you send to your current clients.

7. Send out direct mail advertisements

Direct mail is another traditional form of marketing that’s great for small businesses. It has an average response rate between 2.7-4.4%, which is 4-7 times higher than the response rate for email marketing. You can send postcards advertising your cleaning business to homeowners in your service area. This is also an opportunity to advertise a first-time customer discount to incentivize more people to call your company.

8. Sign up for cost-per-click ads

Cost-per-click (CPC) ads, also known as pay-per-click (PPC) ads, are advertisements that appear on websites and search engines. A CPC ad promotes your cleaning business, but you only have to pay for the ad if someone actually clicks on it.

Facebook Ads, Google Ads, and Yelp Ads are all examples of CPC advertisements. Yelp Ads puts your business in a number of key places on the site and app, including above search results and on competitors’ pages on Yelp.

9. Try content marketing

Content marketing involves writing blogs or creating videos that share your knowledge with your target audience. It can help you rank higher in search engine results and help more customers find your business online.

To do content marketing effectively, you’ll need to create a keyword research strategy that will help you determine which keywords or topics to write about. For example, you might choose “how to get stains out of upholstery.” Then you’ll create content to share your know-how on the subject and publish it on your website. The key is to publish relevant content on a regular basis.

Your business is going to clean up

You don’t need to implement all of these marketing ideas at once to grow your cleaning business. Each marketing campaign on this list is a new opportunity to connect with new clients. Tackle them one at a time, and you’ll start to see more prospective clients reaching out to your business.

But remember, not every marketing idea is right for every business. Choose the campaigns that fit best with your target audience and budget. For more information on developing an effective marketing strategy, check out these resources for small business owners.

FAQs

How do I get customers for my cleaning business?

Word-of-mouth marketing is among the most powerful marketing tools for new businesses. Ask your current clients for referrals as well as testimonials that you can post on your website. To reach more potential clients, use SEO to help your business come up in online search.

How do I market my cleaning business online?

You can market your cleaning business using social media platforms, CPC ads, direct mail advertisements, or a referral program.

How can I advertise a cleaning business on social media?

For a cleaning business’s social media accounts, you can post content showing before-and-after pictures of dirty and clean spaces. You can also use CPC advertisements to reach a wider audience on social media platforms.

How do I create content for my cleaning business?

Write blog posts on your website with pictures showing how to clean different types of messes. Create short how-to videos or before-and-after videos of your cleaning jobs. Share feedback from past and current customers about the quality of your work.